臺北市運動中心內部行銷對員工工作滿意與組織承諾之研究

Abstract

本研究旨在探討內部行銷對於臺北市運動中心員工工作滿意與組織承諾之預測能力，並分析其組織承諾與工作滿意之相關程度。研究對象為現行7所臺北市運動中心員工，共計221人，研究時間為2009年4月14日至5月13日，研究方法則使用問卷調查法了解現行臺北市運動中心員工內部行銷、工作滿意與組織承諾之現況，並以敘述統計、單因子變異數分析、多元逐步迴歸與典型相關分析來分進行統計分析，研究結果發現如下： 一、現行臺北市運動中心員工結構，以30歲以下、大專以上學歷居多。 二、現行臺北市運動中心在內部行銷、工作滿意、組織承諾之現況皆為「普通」到「同意」之間，顯示尚有加強空間。 三、性別、管理階層與否、工作任務別、年齡、教育程度與薪資水準會影響臺北市運動中心員工之內部行銷感受。 四、工作任務別、薪資水準會影響臺北市運動中心員工之工作滿意感受。 五、性別、工作任務別、年齡會影響臺北市運動中心員工之組織承諾感受。 六、內部行銷中的「激勵」、「管理支持」、「參與外部溝通」、「教育訓練」， 對臺北市運動中心員工之工作滿意有預測力，其中以「激勵」影響力最大。 七、內部行銷中的「教育訓練」、「參與外部溝通」、「管理支持」、「激勵」對員臺北市運動中心之組織承諾有預測力，其中以「教育訓練」影響力最大。 八、臺北市運動中心員工工作滿意與組織承諾存在正向影響關係，意即員工內部滿意與外部滿意越高，其值承諾、努力承諾與留職承諾越高。 基此，本研究建議未來臺北市運動中心之經營管理，可從加強內部行銷著手，同時也可透過改善工作滿意來增強員工組織承諾，進而提升員工工作績效。The purpose of the study was to reveal the relations among internal marketing, organization commitment and job satisfaction in Taipei Sports Center nowadays. The researcher took 221 employees as the research subject through the questionnaire. According to the data collected from the questionnaire, descriptive statistics, one-way ANOVA, stepwise multiple regression analysis and canonical correlation analysis were performed for data analysis. The results were derived as following: 1.The main group of employees were less than 30 years old (inclusive) and graduated from college. 2.Internal marketing, job satisfaction, and organization commitment were only slightly above average in this study. 3.The gender, administration class, department, age, education level and salary would affect how employees evaluate internal marketing. 4.The department and salary would affect how employees evaluate job satisfaction. 5.The gender, department and age would affect how employees evaluate organization commitment. 6.The motivation, management support, outside communication and training were good predictors for employees’ job satisfaction. 7.The training, outside communication, management support, and motivation were good predictors for employees’ organization commitment. 8.There was a significant relationship between organization commitment and job satisfaction in Taipei People Sports Center. Thus, as improving the employees’ organization commitment, the employees’ job satisfaction increases. Furthermore, organization commitment had a positive effect to the job satisfaction. Based on the research results, Taipei Sports Centers are suggested to strengthen the internal marketing in the future, simultaneously improve employees’ job satisfaction for strengthening employees’ organization commitment and increase the job performance.